MARC FISHER FOOTWEAR

is Magento at Scale

This is the story of how a high volume fashion retailer migrated from Salesforce Marketing Cloud (Demandware) to Magento, and built a feature-rich, highly scalable multi-brand platform in the process.

The Challenge

Easy Spirit is an established women’s footwear brand recently purchased by Marc Fisher Footwear, owner of several high fashion footwear brands. Marc Fisher ownership planned to move www.easyspirit.com from Salesforce Marketing Cloud to Magento Commerce Cloud, as ownership believed they could replicate all features of the existing application in Magento while saving money on both development and license fees. Marc Fisher also had additional brands to migrate to the new platform, and they wanted a single application/admin from which to operate. Mediaspa was tasked with the job.

The Solution

Once scope was agreed, mediaspa agreed with Marc Fisher to follow a few inviolable rules on the project

  • 01

    Leverage as many Magento out of the box features as possible

  • 02

    Limit custom coding to enhance scalability

  • 03

    Be radically transparency and honest at every step

  • 04

    Hunt for innovation

Project Requirements
  • Stand up a multi-site Magento Commerce Cloud instance
  • Migrate 2 existing Magento Commerce 1.x stores to Magento 2.2.x
  • Architect and develop a fulfillment integration with robust order management
  • Integrate over 20 technologies, including Magento Business Intelligence, TurnTo, Emarsys, Signifyd, Zendesk, Amazon Pay, and TaxJar
  • Include 30+ feature enhancing extensions, including (but not limited to):

The Results

Massive reduction in platform TCO
Enterprise platform launch in ~4 months
Increase in conversion rate
M1/M2 migration in under 200 hours
Additional highlights include:
  • Extending Signifyd to allow for additional fraud detection scenarios
  • Scalable fulfillment integration with advanced admin functionality
  • Pre-order functionality that includes dynamic notification of future ship date
  • Pagebuilder (a.k.a Bluefoot) customizations to the product list and video features (e.g. dynamic resize, hide controls)
  • Google Tag Manager configuration that enables Google Analytics and over 40 digital marketing properties to track user activity and manage order attribution based on 30 triggered events and more than 60 variables
  • Parent / Child product structure established to allow Easy Spirit to market styles by color or by the style itself.